Disclosed are systems and methods of identifying website activities of a webpage visitor as being those of a caller placing a telephone call to a published tracking telephone number presented as a substitute for a contact telephone number. The published tracking telephone number is presented as the substitute so that when a webpage visitor observes the published tracking telephone number and acts as the caller, the telephone call is non-disruptively forwarded to the contact telephone number for purpose of identifying the website activities as being those of the caller.